By Louis Iannaco
Heading into Surfaces 2009, many in the industry were concerned, and rightfully so, with the show’s turnout. Due to the economic situation, trepidation and concern ran rampant in the minds of many that overall attendance would be way down from previous years. And, while traffic was indeed down, the predictions of gloom and doom for exhibitors seem to have been overstated as almost 25,000 retailers who still made visiting Surfaces a top priority did so to buy, not kick tires. Many dealers also made the trip in order to arm themselves with as much information as possible to be prepared for when things ultimately turn around.

“It’s definitely different than the last couple of years,” said Donna Adams of Adams Family Floors in Newburgh, N.Y. “This is our eighth year coming out here, but overall I’m still enjoying it and surprised to see there is still a lot of people here.”

As to her reasons for visiting Surfaces: “We get a lot out of it. We get to do more one-on-one with many of the companies we deal with. We get to ask a variety of questions, such as installation regarding Formica. We got to actually talk to an installation specialist and learned quite a bit. The trip has been worth it. I definitely believe it’s slower, but we think it’s better than expected.”

Heading into the show, the Adams family had a game plan: hit the downstairs vendors on day one of their stay, while saving the exhibitors on the upper level for day two. “So far, downstairs, we’ve found many nice tools, including a couple new products for non-slip mats. Upstairs, we [checked out] Johnsonite’s newer recycled line because we are trying to become a more green business. We’ve only been here a short time but have already found a couple things.”

Kim Kaizer, manager of C.R. Carpet in Ft. Wayne, Ind., said, “I’m still finding the show interesting, and [discovering] many new products, which I think is fun. That’s what we come out here for. I’m a little disappointed that some of the manufacturers aren’t here as opposed to past years. But I feel for them, economy-wise.

“So far,” she added, “the trip has met our expectations. It’s been worth it. We found a couple new products we’d like to carry. For aftermarket sales, we found some cleaning products we could use, as well as something as simple as furniture guards. Things like these we can sell and make a little extra from the people who do walk in the door.”

For first-timers such as Ray Johnson of Access Floor & Window Coverings in San Carlos, Calif., spending quality time downstairs was a priority. “I spent the whole morning downstairs—a lot of people with new products are down there. The show has been very educational. I talked to people from Taylor Tools. They educated me quite a bit about their different products.

“I made the trip because I wanted to be updated on the latest products,” he explained. “I’m getting a lot of consumers coming in right now wanting green merchandise. Many of the people we deal to, our clientele, are educated people. Consequently, everybody comes in and asks, ‘Why should I buy this instead of that?’ My answer is, ‘Well, you’ve got recycled carpet here versus broadloom made from scratch.’ The main reason I came was to find out who has got what green products. That’s what I’m going to start pushing.”

And, as a result of his visit to Surfaces, Johnson made headway into an area he had previously not involved himself with. “One of the things I’ve discovered at the show that I’ve never been interested in before is radiant heating. I sat down and had lunch with someone who represented one of these companies. And he really educated me. We sell ceramic tile as well as broadloom, and his product is great for going under tile.”

For Walter Monstwil and his mother, Patty, of M&M Floor Covering in New Castle, Pa., education was one of the driving factors for their visit to the desert. “We go to a lot of seminars, so we learn a lot that way. With there being a lot less traffic, we can spend more quality time with our salesman, or maybe the salesman’s boss. We’ve had the opportunity to talk to some higher-up people who we don’t normally get to see.

“The trip to Surfaces recharges our batteries for our return home,” he added. “So we get to both learn as well as see the new products that are coming out.”

You’d think it would take a lot for someone to leave Hawaii to go anywhere, and apparently that was the case for Michael Yano of Mike’s Carpet & Drapery of Honolulu, who believes that while Surfaces wasn’t like it’s been before, “I don’t know if that’s a good thing or a bad thing. Sometimes, when all the big guys are here, you only pay attention to the big companies. This year, it gives a little more opportunity for other companies to shine and help the smaller businesses.

“My operation is very small,” he explained. “It’s definitely been a little more comfortable for me. I’ve had the opportunity to speak to more higher ups.”

Speaking of the economy…

According to Kaizer, each time she thinks the worst, things inevitably change. “Every time we get a little nervous that maybe there aren’t as many customers coming through the door as in the past, the very next week we get super busy. What I’ve noticed is, many people are now investing money into their homes. It’s really helped with the remodel side of things.

“I’ve also noticed they’re now putting more expensive products in,” she explained, “whereas in the past it seemed like they were saying, ‘We’re just going to stay in this house for two or three years before we sell, so what’s the cheapest thing you have?’ Now they’re realizing, ‘Let’s stay in our home, fix it up and have our dream home.’”

Back home in upstate New York, Adams has gotten mixed reactions as to how soon people think the economy there will turn around. “Some people say it’s going to get worse before it gets better, while others say they feel that once March comes around, consumers are going to want to spend more money and it’s going to get better. “We’ve definitely been slower than we’ve ever been and we’ve been in business for 14 years.

“The most important thing my husband and I thought coming into Surfaces was,” she added, “as slow as we’ve been, we didn’t want to do anything different than we’ve done before. So, since we come out here every year, we said we may not be having as many big dinners as before, but we’re still coming out, and we’ve always done well so we are going to keep doing what has gotten us here, what has made us successful.

“We are continuing to keep our advertising up,” she concluded, “and we are keeping our [inventory] up, but we are also watching a little more of the frivolous things we used to do. We got here for a reason, and we are not going to change who we are.”